As an internet user, we have surely stood on Google searching for the product or service we need, using words or phrases that we hope to find it. Each of these is the keywords, also called search terms. But surely, more than once, you have wondered what these terms are for within your digital marketing strategy, and well, in a few lines I will try to explain what they are for and surely at the end of this article, you will want to use them.

A keyword is used to relate our ads to what users are looking for. Choosing the right ones will help us reach the right users, and that's why we need to make a good decision. They are a communication link between your user, Google, and your company. Making the decision about which ones to use is not an easy task. Achieving organic traffic to your website is helped by keywords. Whether for your SEO or SEM strategy, the choice of these search terms is crucial to the success of your campaign.

Google provides us with a tool within Google Ads, which is a Keyword Planner. Using it will help you have a broader idea of what users are searching for. To get a clearer idea of how to use this tool, take a look at our article "Keyword Planner, how to choose the right ones for me."

To make the best choice, it is necessary to search within Google, analyze the results, analyze the terms used by websites related to ours, and in this way, you will get a clearer idea of how to define them.